Hotels not on Facebook risk “losing credibility”


Hotel GMs were warned that they should employ a social media strategy or risk “losing credibility” at yesterday’s Great GM Debate in Dubai.

Martin Kubler, founder of Iconsulthotels who led a workshop for GMs entitled Making Social Media Work for You, admitted that while it was still very difficult to measure a concrete return on investment from social media, success depended on a GM’s ability to “think out of a revenue generation box”.

“Facebook fans are not yet financial assets in the traditional sense, but they are important indicators,” he said. “A few years ago a hotel may not have had a website but nowadays every hotel has to have one. Today we are moving towards a situation where if you have no social media presence you have no credibility.”

In terms of which social networks hotels should be marketing themselves on, Kubler said every hotel should set up a Facebook page as an “absolute starting point” to their social media strategy.

“If you can only be on one social media site it should be Facebook – this is the dominant social media site.”

He advised GMs to “look behind the numbers” and focus on building up “quality connections” through their Facebook page rather than just trying to get as many friends and followers as possible.

“Size does not matter. It’s about the quality of connections. You could have 20,000 friends for your hotel on Facebook, but if 19,999 are outside of your target audience and never look at your hotel it won’t make a difference to you.”

“If anyone comes to you and says I can increase the number of Facebook friends you have 100 times, you can show them the door. They are missing the point.”

He said hotels should think carefully about their target audience before they launched into a social media strategy. For example, a hotel mainly targeting Russian guests should set up a Facebook page in Russian to engage with that audience.

Advertisements

About Swiss Hotel & Resort Consulting

Approaching a hotel consultant is a serious decision to seek for specialist support from hospitaity experienced experts which keeps an independent and neutral viewpoint. We gained in-depth hospitality experience on four continets through senior executive positions in the international hospitality industry which includes companies like: - Starwood Sheraton - Radisson Hotels - New World Hotels - Mövenpick Hotels & Resorts - Maritim Hotels & Resorts - Robinson Club - Swiss-Belhotel International - Shangri-La Hotels - Hyatt Hotels. We are a confident team, apply a high ethic of business, trust is the essence to complete our missions and targets. Our rates are compatible. For a no-obligation discussion, please contact us.
This entry was posted in eMarketing, facebook, Hospitality Consulting, social media and tagged , , , , , . Bookmark the permalink.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s